Cropify

An agtech business focused on one of the grain industry’s most stubborn pain points

Cropify is an Adelaide-based Australian agtech company focused on visual grading for pulses and grains. Public company records show CROPIFY PTY LTD has an active ABN and main business location in South Australia, while the company’s own material says the business was co-founded in 2019 by Anna Falkiner and Andrew Hannon. Cropify’s core mission is clear and consistent across its public material: to eliminate subjective testing from the grading of pulses and grains using AI, machine learning and computer vision.

What makes Cropify relevant in a grain and pulse directory is that it is not a trader, storage operator or freight company in the usual sense. It is a technology business built around a very specific supply-chain problem: how to make grain and pulse classification faster, more objective, more repeatable and less dependent on the judgement of individual human classifiers. Its flagship system, Cropify Opal, is presented as a visual grain grading platform that delivers accurate, unbiased results in minutes and is trained to laboratory grading standards.

Why the problem matters

Cropify’s public story is built around a real commercial friction point in grain and pulse marketing: subjective grading. In PIRSA’s AgTech Growth Fund case study on the business, Cropify says that under existing classification systems in Australia and overseas, around 50 per cent of classification is done subjectively by the human eye. That matters because misclassification can mean growers are paid too little, buyers pay too much for lower quality, and the wider supply chain ends up carrying inconsistency, disputes and value leakage. The same PIRSA case study says this misclassification issue is estimated to cost Australia’s grain supply chain $54 million annually. Lot Fourteen’s profile on Cropify also notes the company was developed to reduce conflict between sellers and buyers around quality from paddock through to export and importing customers.

That is the real point of difference here. Cropify is not just selling “AI for agriculture” in a vague sense. It is targeting a narrow but commercially significant grading bottleneck where time, consistency and trust all matter. In grain and pulse markets, grading is not a side issue; it directly shapes receival outcomes, contract execution, payment confidence, marketability and, in export pathways, confidence that the customer is receiving the quality paid for. Cropify’s public positioning is strongest where those pressures are highest: bulk handling, pulse marketing, on-farm quality assessment and end-user procurement.

What Cropify actually offers

The company’s own website presents Opal as its current commercial platform. The official homepage says the red lentil grading module is now available, while the desi chickpea grading module is listed as available in early 2026. Cropify describes Opal as objective, rapid, highly accurate and consistent, and says it is designed for use across the supply chain by bulk handlers/elevators, marketers, growers/on-farm and food manufacturers. The platform also includes a biosecurity-assistance function for weed seed identification, including major weed seeds such as bifora and bedstraw, with identification by type and count.

That gives Cropify a broader role than simply replacing one person at a sample stand. Publicly, the business is pitching its system as something that can sit across multiple decision points: at receival, at accumulation, during trade, in storage, and potentially at export or end-user stage. Its LinkedIn profile says the solution is designed for use “at every point of the supply chain where subjective grading is currently performed,” specifically naming on-farm use, elevators or bulk handlers, marketers and end users. For directory visitors, that makes Cropify most relevant not only to pulse marketers and bulk handlers, but also to larger growers, processors and buyers who need more confidence in visual quality assessment.

Where the business is up to commercially

Cropify is no longer just a concept-stage startup. Grain Central reported in March 2025 that the company was preparing its first commercial trials for AI grain-sampling hardware and software in Victoria’s Wimmera, beginning with red lentils at ETG’s Wimpak at Minyip and Shannon Brothers and PB Seeds in Horsham. By January 2026, Grain Central reported that Cropify had rolled out its first commercial units in time for the 2025–26 harvest, with units used at ETG’s Wimpak facility at Minyip, Shannon Bros sites at Beulah and Horsham, three GrainCorp sites, and an LDC installation at the Melbourne terminal. The Cropify homepage also publicly displays LDC, ETG Wimpak, GrainCorp and Shannon Bros under a “Customers” section.

That rollout matters because it shifts Cropify from an interesting idea into the much harder territory of real-world adoption. Public reporting shows the company moving from development and proof-of-concept into commercial harvest use, especially in lentils. Grain Central also reported that Cropify was organising field trials for chickpea-capable Opal units at sites in Queensland and northern New South Wales, which fits with the company’s own public messaging that chickpeas are its next major step after lentils.

Speed, consistency and supply-chain value

One of Cropify’s stronger credibility signals is that it has consistently tied its technology to measurable operational outcomes. PIRSA’s case study says Cropify benchmarked its AI against laboratory-graded lentil samples and reported results of greater than 98 per cent accuracy. The same case study says Cropify takes around 25 per cent of the time a human takes to classify grains. Grain Central’s 2025 reporting gives a similar operational picture, saying a traditional 200g lentil sample can take more than 20 minutes to assess visually, while Cropify estimated it could do the task in around seven minutes. Grain Central’s 2026 reporting adds that Opal can more than halve the time needed to assess a 200g lentil sample.

In practical terms, that kind of time saving has value well beyond the grading bench. PIRSA’s case study says faster classification could reduce truck waiting times in silo line-ups, save on carbon emissions from idling vehicles, and help growers with on-farm storage assess quality and decide whether to sell. The same case study says Cropify’s future roadmap extended beyond lentils into chickpeas, faba beans, cereals and other commodities. The company’s website also includes a “predicted impact” panel listing reduced CO2, plastic removed, carbon reduction in pulse testing and $54M+ potential industry savings, reinforcing that Cropify is selling not just a grading device but a broader efficiency and sustainability argument.

The team and capability behind the business

Cropify’s team structure is one of its stronger public signals. The company’s team page shows a mix of commercial leadership, engineering, machine learning and grain-quality roles, including CEO and co-founder Anna Falkiner, COO and co-founder Andrew Hannon, CTO Aaron Lane, grain quality manager Jade Saunders, machine learning and software staff, multiple grain quality officers, and a Victorian field support officer. That blend matters because grain grading tools need both technical credibility and genuine grain-quality understanding to earn industry trust. Cropify’s own homepage also says its team combines working knowledge of the supply chain, grain grading expertise and excellence in artificial intelligence.

There are also useful external credibility markers around the business’s development path. PIRSA’s case study says Cropify began with an initial grant linked to machine-learning work, then used funding from PIRSA’s AgTech Growth Fund to build prototype hardware and software for small red lentil classification. The company has also been profiled by Lot Fourteen and AgriFutures’ evokeAG platform as a South Australian startup commercialising objective grain grading technology. That does not make it a mature blue-chip agribusiness, but it does show a business that has attracted institutional backing, industry attention and real commercial trial activity.

Best suited to

Cropify appears best suited to businesses and producers who feel the cost of visual grading delays, inconsistency or counterparty uncertainty most directly. That includes lentil and chickpea handlers, marketers, bulk handlers, larger growers with on-farm storage, food manufacturers and exporters who want more confidence in classification outcomes. Its strongest fit, at least publicly today, is in the pulse sector, especially lentils, but its product pathway and case-study material make it clear the company is aiming well beyond one commodity over time.